AMITY SCHOOL OF DISTANCE LEARNING

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Marketing Management
Assignment A
Marks 10
Answer all questions.

1.

Define Marketing Management.

Discuss the various management
philosophies. Explain how the marketing and selling are contrasted and
briefly explain the societal marketing concept.

Solution:
The application, tracking and review of a company are marketing resources and
activities.
The scope of a business' marketing management depends on the size of the
business and the industry in which the business operates. Effective marketing
management will use a company's resources to increase its customer base,
improve customer opinions of the company's products and services, and increase
the company's perceived value.
Every profession has its own guiding principles that help to achieve its set target
goals; marketing is not an exception. These philosophies are the bases upon which
marketing activities revolved. Successful marketing executives critically studied
these concepts and apply them where necessary in order to achieve set goals.
These philosophies are called (marketing) concepts, under which organizations
conduct their marketing activities. It should however be noted that marketing
management is a branch of marketing that concerns itself with analysis, planning,
implementation and control of programs designed to create, build and maintain
beneficial exchanges with target buyers for the purpose of achieving
organizational objectives.
Various marketing concepts are as follows:
-Product concept
The product concept holds that consumers will favour products that offer the
most quality, performance, and innovative features, and that an organization
should thus devote energy to making continuous product improvements. In
modern marketing, the product concept plays an important role. This is because;

consumers are diverse in their needs and wants; sparsely distributed. Thus, they
need to be served base on their peculiarity of needs and environmental
consideration. For example, the Toyota and Honda companies adopt this concept
for their brands of cars for Nigeria markets. In hospitality industry, services are
provided base on the expectation of the guests. This is why rooms are not charged
equally.
However, marketing executives should be careful in applying this concept.
Quality and innovative features may involve additional production costs, which in
the long-run the consumers might be compel to bear the burden. Thus, income of
the consumers and their willingness to pay for these new features should be
sought. Otherwise, the product concept can lead to market myopia. For
instance, rail road management once thought that users wanted trains rather than
transportation and overlooked the growing challenge of airlines, buses, trucks and
automobiles. In this same way, many colleges have assumed that high school
graduates want a liberal arts education and thus overlooked the increasing
challenge of vocational schools.
-Production concept:
The production concept holds that consumers will favour products that are
available and highly affordable, and that management therefore should focus on
improving production and distribution efficiency. This concept is one of the oldest
philosophies that guide sellers. The production concept is a useful philosophy
which applies to:
A) When the demand for a product exceeds the supply. This is very common to
most of goods/services available in Nigeria markets. Examples of these are
petroleum products, food stuffs, and educational books. It therefore implies
that management should look for ways of increasing production of such
products.
B) When the products cost is too high and improved productivity is needed to
bring it down. For example, Henry Fords whole philosophy was to perfect
the production of the model T so that its cost could be reduced and more
people could afford it. Another example is the cost of earlier Mobile Phones
and their accessories. They were very costly and access was limited to only
few privilege individuals in Nigeria as compared to present situation whereby
an average individual has one. To order to maintain the market turnover, it
thus implies that management should improve the facilities and reduce prices
of their products/services as obtained in telecommunication market in Nigeria.
-Selling concept
The selling concept or sales concept is another common approach adopted by
some firms in penetrating their target markets. The selling concept holds that
consumers, if left alone will ordinarily not buy enough of the organizations

products. The organization must therefore undertake an aggressive selling and

promotion effort.
The concept assumes the consumers typing show buying inertia or resistance and
has to be coaxed into buying more, and that the company has various strategies of
effective selling and promotion tools to stimulate more buying. The selling
concept is practiced both by profit and non-profit making organizations. For
instance, in an insurance industry, the selling concept is practiced aggressively
with unsought goods, those goods that buyers normally do not think of buying,
such as insurance policies, and thus, various sales techniques are used to locate
potential and prospective buyers.
In addition, in automobile industries, the moment the customers walk into the
show room, the auto-salesperson psyches him out. If the customer likes the
floor model, he may be told that there is another customer about to buy it, and that
he should decide now. If the customer balks at the price, the salesperson offers to
talk to the manager to get a special concession. The customer waits ten minutes
and the salesperson returns with the boss does not like it, but l got him to
agreed. The aim is to work up the customer and close the sale.
The selling concept is also practice by non-profit organizations such as fund
raisers, colleges/universities, politicians, and host of others. For example, a
political party will vigorously sell her candidates to the electorates as the best
candidate for the position/job as obtained in PDP, ANPP, AC, etc. After the
election, the elected officials continue to take a sales-oriented view toward the
citizens. There is little research into what the public wants, rather adopting selling
concept to get the public accept policies that politicians or the party wants as
practiced by the largest party in Africa-PDP.
-Marketing concept
The marketing concept is a business philosophy that arose to challenge the
previous concepts. The marketing concept holds that the key achieving
organizational goals consists in determining the needs and wants of target markets
and delivering the desired satisfactions more effectively and efficiently than
competitors. Examples of marketing concepts are:

Find wants and fill then

Make what will sell instead of trying to sell what you can make

Love the customer and not the product, etc.

Selling focuses on the needs of the sellers; marketing focus on the needs of the
buyers.

Selling is pre-occupied with the sellers need to convert his product into cash;
marketing concerned itself with idea of satisfying the needs of the customers
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by means of the product and whole cluster of things associated with creating,
delivery and finally consuming it.

In selling, management is sales-volume oriented; while in marketing,

management is profit oriented.

In selling, planning is short-run oriented in terms of todays products and

markets. However, in marketing, planning is long-run oriented in terms of
new products, tomorrows markets and future growth. (That is, the marketing
concept is a philosophy of business that states that the customers wantsatisfaction is the economic and social justification for a firms existence).
This thus implies that all companys activities must be devoted to finding out
what the customers want and then satisfying those wants, while making profits
in the long-run.

The marketing concept rests on four main pillars, namely:

A market focus

Customer orientation

Coordinated marketing and

Profitability
-Societal marketing concept
The societal marketing concept holds that the organization should determine the
needs, wants, and interests of target markets. It should then deliver the desired
satisfactions more effectively and efficiently than competitors. The societal
marketing concept is the newest of the five marketing management philosophies.
The societal marketing concept questioned whether the pure marketing concept is
adequate in an age of environmental problems, resource wastages, rapid
population growth, worldwide economic crisis and neglected social services?
The societal marketing holds that a pure marketing concept overlooks possible
conflicts between short-run consumer wants and long-run consumer welfare.
Kotler (1994) reported that Coca-cola company, most people se it as a highly
responsible corporation producing fine soft drinks that satisfy consumer tastes.
Yet, certain consumer and environmental groups have voiced concerns that Coke
has little nutritional value, can harm peoples teeth, contains caffeine, and adds to
the little problem with disposable bottles and cans.

In similar manner, Niger delta, South-South of Nigeria cried out for long neglect
of the oil companies of social responsibilities, thus leading to all forms of human
degradations.
Many people confuse selling for marketing. They consider these two terms as
one and the same. Marketing refers to a large set of activities of which selling is
just one part. For example, a marketer of televisions, before making the sale, does
a lot of other activities such as planning the type and model of televisions to be
produced, the price at which it would be sold and selecting the distribution outlets
at which the same would be available, etc. In short, marketing involves whole
range of activities relating to planning, pricing, promoting and distributing the
products that satisfy customers needs.
The function of selling, on the other hand, is restricted to promotion of goods and
services through salesmanship, advertising, publicity and short-term incentives so
that title of the product is transferred from seller to buyer or in other words
product is converted into cash. The major differences between selling and
marketing are listed as below.
Selling vs Marketing:

Selling is only a part of marketing process and is concerned with promoting

and transferring possession and ownership of goods from the seller to the buyer.
Marketing is a much wider term consisting of number of activities such as
identification of the customers needs, developing the products to satisfy these
needs, fixing prices and persuading the potential buyers to buy the same. Thus,
selling is merely a part of marketing.
Sale vs Satisfying Customer Needs: The main focus of selling is on affecting
transfer of title and possession of goods from sellers to consumers or users. In
contrast, marketing activities put greater thrust on achieving maximum
satisfaction of the customers needs and wants.
Profit vs Customer Satisfaction: All selling activities are directed at maximising
sales and, thereby, the profits of the firm. In other words, the emphasis is on profit
maximization through maximization of sales. Marketing, on the other hand, is
concerned with customer satisfaction and thereby increasing profit in the long run.
A marketing organisation, thus, attaches highest importance to customer
satisfaction as a route to profit maximization.
Start and End of the Activities: Selling activities start after the product has been
developed while marketing activities start much before the product is produced
and continue even after the product has been sold.
Difference in the Emphasis: In selling, the emphasis is on bending the customer
according to the product while in marketing, the attempt is to develop the product
and other strategies as per the customer needs.
Difference in the Strategies: Selling involves efforts like promotion and
persuasion while marketing uses integrated marketing efforts involving strategies
in respect of product, promotion, pricing and physical distribution.

2.

Explain the various factors influencing a companys marketing strategy with

the help of suitable examples.

Solution:

3.

What is marketing research? Discuss the marketing research process with

the help of an example. Briefly explain the different sources of data.

Solution:
There are many definitions of marketing research. Some important ones are:
1. According to American Marketing Association(AMA)
"Marketing Research is the systematic gathering, recording and analysing of data
about problems relating to the marketing of goods and services."
2. According to Philip Kotler
"Marketing research is a systematic problem analysis, model building and fact
finding for the purpose of improved decision-making and control in the marketing
of goods and services."
3. According to Paul Green and Donald Tull
"Marketing research is the systematic and objective search for, and analysis of,
information relevant to the identification and solution of any problem in the field
of marketing."
4. According to David Luck, Donald Taylor and Hugh Wales
"Marketing Research is the application of scientific methods in the solution of
marketing problems."
The marketing research processes are the six steps that would compile a marketing
research survey.

Marketing research process steps

1. Identifying and Defining the problem

This step needs to be performed before moving onto anything else. Basically ask
yourself what has to be done
2. Developing your approach
Once you have identified the problem you can move onto the approach you would
like to take according to the environment you are in. This should also involve the
team you are with and their skills. You could draw up an analysis of your whole
project and what need to be done.
3. Research Design
This is the step you need to think about the most. Some people will contact
research market companies for this step as it is the most vital. Information such as
questionnaire samples, design and data analysis will be captured in this step.
4. Collecting of Data
This is the process where the data is collected and the different ways depending
on what is suitable to you.
5. Performing Data Analysis
This can range from a simple to a more complex project using various tools. It
depends how the survey was compiled.
4.

What do you mean by productivity analysis? Differentiate between productivity

analysis and profitability analysis. What are the different steps in the direct and
indirect approaches to marketing budgeting?

5.

Write short notes on any three of the following

a)
b)
c)
d)
e)

Relative Market Potential

Competitive Parity Analysis
Basic Elements of a Marketing Strategy
Product Life Cycle
Market Segmentation

Marketing Management
Assignment B
Marks 10

Answer all questions.

1.

a )What do you mean by media scheduling? Explain the procedure for evaluating
advertising programes with the help of suitable examples.
b) Define sales promotion and discuss the different elements of promotion-mix with
the help of suitable examples.

2.

Discuss the marketing plan for a consumer product of your choice and briefly
explain the marketing planning process.

3.

Write short notes on:

a)
b)
c)
d)

Product Positioning
Branding
CRM
Internet marketing

CASE STUDY
Market SegmentationMans Fairness
The male fairness segment industry is pitched at around Rs. 250 crore and the industry is
growing at a scorching 150 percent per year. The industry evidently has woken up to the
fact that the metro-sexual and has a large appetite for beauty (the industry expression is
"male grooming") products, particularly driven by a desire to look as fair as the fairer
SEX.
ABC Company recently launched 'GROOM PLUS' the first men's fairness cream and
claims that the market feedback is highly positive and encouraging. It is now planning an
extension of "GROOM PLUS" to products Iike bleaches, shaving creams, Lotions etc.
Hitherto men used fairness cream /bleach that were available in parlour packs.
Subsequent research showed that men prefer bleach of their own with its own fragrance
and specific skin type formulations, especially branded ones.
Questions
(a)
(b)

Suggest bases for segmentation of market for Groom Plus products.

Discuss the importance of packaging in marketing of the above Product range.

(c)

Suggest a suitable Promotion-Mix for creating awareness of the above range of

products.

Marketing Management
Assignment C
Marks 10
Answer all questions.
Tick mark () the most appropriate answer
1.

The selling concept focuses on a)

Products
b)
Customer needs
c)
Markets
d)
None of the above

2.

Market means a)
b)
c)
d)

3.

BCG stands for a)

b)
c)
d)

4.

Boston consumer groups

Boston credit groups
Boston consultancy group
Both (a) and (b)

Marketing-mix elements are a)

b)
c)
d)

5.

The set of actual and potential sellers of a product

The set of actual and potential buyers of a product
Both buyers and sellers
None of the above

Product, Price, Place and customers

Product, Price, Place and Promotion
Product, Price, Place and Physical Distribution
Both (b) and (c)

Diversification means -

a)
b)
c)
d)
6.

SBU stands for a)

b)
c)
d)

7.

b)
c)
d)

An economic environment factor

A political environment factor
A socio-cultural environment factor
Both (b) and (c)

Status is a)
b)
c)
d)

11.

A critical review of the companys overall production effectiveness

A critical review of the companys overall financial effectiveness
A critical review of the companys overall marketing effectiveness
None of the above

Changes in income is a)
b)
c)
d)

10.

The process of classifying customers intro groups, each with different

needs, characteristics or behaviors.
The process of classifying the markets into groups, each with same needs
and characteristics
The process of making the dealers and distributors happy about the
products
None of the above

Strategic control means a)

b)
c)
d)

9.

State Bank of Uttaranchal

Strategic Business Unit
Semi Brand Units
None of the above

Market segmentation is a)

8.

A strategy for company growth by starting up or acquiring businesses

outside the companys current products and markets.
A stage for company growth and starting up or acquiring other companies
and their products
A unit which deals in many products and services
Both (b) and (c)

The general life-style given by the society

The general esteem given to a role by society
The symbol in the market
None of the above

The first step in strategic planning is -

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a)
b)
c)
d)
12.

The 4Cs in the marketing-mix tactical tool kit are a)

b)
c)
d)

13.

b)
c)
d)

The study of human population in terms of size, density, location, age,

gender, race, occupation and other statistics
The study of the marketing plans
The study of all the activities in the organization
None of the above

A sample is a a)
b)
c)
d)

17.

Products, price and distribution analysis

Profitability analysis and cost-effectiveness analysis
Advertising and sales force analysis
Both (a) and (c)

Demography is a)

16.

Price, advertising, publicity and sales promotion

Advertising, personal selling, sales promotion and publicity
Personal selling, strategy, advertising and publicity
Both (a) and (c)

Marketing productivity audit includes a)

b)
c)
d)

15.

Customer, cost, convenience and curve

Customer, cost, convenience and coverage
Customer, cost, convenience and communication
None of the above

Promotion-mix elements are a)

b)
c)
d)

14.

Defining the company mission

Designing the marketing programs
Designing the Business Portfolio
None of the above

Segment of the area in the market

Segment of the population selected to represent the population as a whole
Part of the data
Both (a) and (c)

The two types of sales forecasts are a)

b)

Industry and the market sales forecasts

Industry and the price forecasts

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c)
d)

18.

PVCM stands for a)

b)
c)
d)

19.

Growth, introduction, maturity and new

Introduction, growth, maturity and decline
Introduction, decline, new product, growth
Both (a) and (c)

The new product development process starts with a)

b)
c)
d)

23.

Introduction stage
Maturity stage
Growth stage
Decline stage

The 4 stages in the PLC are a)

b)
c)
d)

22.

Gross margin/price
Sales/cost
Sales/average value of inventory
Both (a) and (b)

The product is now more widely known and the sales grow rapidly is the stage ofa)
b)
c)
d)

21.

Percentage and value cost margin

Percentage-variable contribution margin
Percentage-value cost margin
Both (a) and (c)

Inventory turnover is a)
b)
c)
d)

20.

Industry and the company sales forecasts

None of the above

Screening
Idea generation
Product development
None of the above

The process of creating and developing product specifications that optimize the
function, value and appearance of a product is -

12

a)
b)
c)
d)
24.

Setting a price at or near competitive levels is a)

b)
c)
d)

25.

Market research
Marketing research
Product research
Both (a) and (c)

In collecting primary data, the two main research instruments are a)

b)
c)
d)

29.

Annual sales/inventory turnover X inventory carrying cost

Total sales/inventory carrying cost
Total cost/annual cost
Both (b) and (c)

The systematic design, collection, analysis, and reporting of data relevant to a

specific marketing situation facing an organization is a)
b)
c)
d)

28.

Grand rating points

Growth rating points
Gross rating points
None of the above

Inventory cost is a)
b)
c)
d)

27.

Penetration pricing
Parity pricing
Competition pricing
Both (a) and (c)

In advertising, GRP stands for a)

b)
c)
d)

26.

Product design
Market design
Industrial design
None of the above

Mechanical devices and the telephonic conversation

Questionnaire and the mechanical device
Questionnaire and the telephonic conversation
None of the above

VMS stands for a)

b)
c)

Vertical marketing system

Vertical management system
Value marketing system

13

d)
30.

A descriptive thought that a person has about something is called

a)
b)
c)
d)

31.

Branding
Re-branding
Co-branding
None of the above

The set of basic values, perceptions, wants and behaviors learned by a member of
society from family and other important institutions is known as a)
b)
c)
d)

35.

Business stores
Chain stores
Products
None of the above

The practice of using the established brand names of two different companies on
the same product is a)
b)
c)
d)

34.

Product portfolio
Business portfolio
Market portfolio
Both (a) and (c)

Two or more outlets that are commonly owned and controlled are a)
b)
c)
d)

33.

Idea
Belief
Value
Description

The collection of businesses and products that make-up the company is a)

b)
c)
d)

32.

Vertical measuring system

Culture
Sub-culture
Attitude
None of the above

The total combines customer lifetime values of all of the companys customers is
called a)
b)
c)
d)

Product equity
Customer equity
Market equity
Both (a) and (c)

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36.

CRM stands for a)

b)
c)
d)

37.

Adding a standard markup to the cost of the product is a)

b)
c)
d)

38.

Products
Demands
Markets
Both (a) and (c)

Stocking the product in as many outlets as possible is called a)

b)
c)
d)

40.

Differentiated pricing
Cost-plus pricing
Cost only pricing
None of the above

Human wants that are backed by buying power are called a)

b)
c)
d)

39.

Cost recovery management

Customer role in management
Customer relationship management
None of the above

Extensive distribution
Inclusive distribution
Intensive distribution
None of the above

In marketing, MIS stands for a)

b)
c)
d)

Management information system

Marketing information system
Market idea system
Major information system

15